John Carlton's
Simple Writing System Express Course
Lesson #2 - The Elevator Chat

You made it! Since you’re here for Lesson #2, I’m gonna assume you finished Lesson #1, right?

(If not, march yourself back there and finish Lesson #1 right now. These lessons build on each other. And you’re not doing yourself any favors by leapfrogging around.)

You’re in for a treat with lesson #2 because it’s all about each one of our favorite subjects – OURSELVES.

That’s right. The first lesson was about your prospects. This one is about you.

We’re going to craft the second part of your foundational copy today: Your Elevator Pitch. Now I used to hate these…until I mastered this lesson.

You’ve probably been told you need to explain your business in 30-60 seconds.


But how can you do it in a memorable way that gets your prospect wanting more?

Once again, I’ll hand you over to my trusted mentor, John Carlton, who will teach you the "one-sentence formula" that’s responsible for untold profits.

Easy peasy, right?

Just like last lesson... now, it’s your turn.

1. You've watched the video.

2. Now, fill in the blanks for this simple formula.

3. And, write it out in the comments section below.

4. I'll get back to you with feedback in a jiffy.


Remember, the one-sentence-formula is...

A. We help [group of people]

B. Do/Get [benefit]

C. [better, cheaper, faster or easier]

D. Even if [worst case scenario]

As always, I’m here to give you a boost if you need it.

I’m going to assume you’re good with A (group of people) and B (what problem your business solves)...

But you might get a little hung up on C (how you’re different). Just let me know in the comments and I’ll be at your service.

Warmly,

Aaron Gentzler
SWS Express Guide

P.S.  If you haven’t done the exercise from Lesson 1 yet... you really ought to.

John Carlton's Simple Writing System was designed with an internal logic where you go from step 1 to step 2 and so forth.

Skipping steps can really hurt you in your copy training.

I'm serious. Do 'em in order. Go back to Lesson 1 now, and do the exercise.

P.P.S.  When you're finished with this exercise, check your inbox.  An email that will take you to Lesson #3 is waiting for you.

In that lesson you'll learn three tactics (some call them tricks) to get your prospect to take out his credit card.

This is the lesson that gets you paid.  That's the difference between a "business" and a "hobby".  You don't want to miss Lesson #3.

Enter your SWS Exercise in the Comments Section below...

Victor ChengVictor ChengTaipei, Taiwan

When I started the SWS Coaching Program, I was a copywriting rookie.

At first look, the 18-steps program layout did not seem all that "simple."

However, once I got into it, I quickly understood why the program is structured the way it is. It made me focus on "one step at a time."

I trusted the system and followed my coach's guidance. Eight weeks later, I graduated with my new "killer" communication and persuasion skills.

Communication is always going to be the skill we use most often. The SWS program taught me the secrets of effective communication. I'll use that every day in business and life.

April MorelockIndiana

"Two months ago I had little hope of making it in this business. Now, after taking John's specific advice, I'm quitting my day job and doing this full time."

Tanja PislarTanja Pislar@tanjapislar, UK

The SWS is the FIRST and ONLY online course that I ever finished. Ever. And I bought a few of them that are out there. The SWS is that good.

You get your own, personal, PROFESSIONAL copywriting instructor.

One that does this for a living, for BIG MONEY.

You spend 8 weeks with him and he helps you develop your sales letter specific to YOUR situation.

I entered the course as a rookie... and left it with a clear idea what a winning sales letter looks like.

Now, I have the recipe to write my own. A checklist that will sit on my desk for a long time.

I already went through all the material a couple of more times since the course finished.

I loved this course so much that I am now pursuing this as something I want to do for money - a career change. From a web developer, I am training to become a professional direct response copywriter.

Seriously, if anyone reading this is on the fence - just click that button and buy it. You will definitely finish this course - it won't stay unwrapped under your bed :)

Stacey MorgensternStacey MorgensternHolisticMBA.com

"John promises a lot in the SWS. You get 200%. I don't even know how to calculate the ROI on this one. I am only half way through the course and one specific tactic I've used this week has generated at least $2,000 in passive revenue - and that was the FIRST time I tried it!"

Joe PolishJoe PolishPiranha Marketing, co-host of iLoveMarketing podcast

"Phenomenal content. Of all the marketing, advertising and copywriting experts I pay attention to, John Carlton is by far the most articulate and passionate and knowledgeable (and funny). I get more value just from your hilarious, ballsy stories alone than from the serious efforts of most other gurus. Man, you've helped my advertising get wicked-good."

[Full Disclosure: Joe has been a trusted colleague for many years.]

Andrew HryniewiczAndrew HryniewiczChelsea, UK - AndrewWayfinder.com

Before SWS I struggled, rambled and "explained" my unique, and (very) hard-to-describe spirit coaching and healing work.

Now... I know what and how to say (and structure) my message to make readers say 'That sounds amazing...'.

I'm finding that the words and pages I need are just flowing out!

Everyone promises "to crack the code". John (and the great SWS teachers) deliver!

Massive thanks.

Kevin RogersKevin RogersCopyChief.com

I was a former dead-broke comedian with a few sales letters under my belt when I discovered Carlton's teaching. John's coaching and the SWS are responsible for millions of dollars in revenue to my business. Even more crucial is the CONFIDENCE I gained as a salesman in print. SWS is like injecting persuasion into your brain and feeling it shoot from your fingertips.

The testimonials and case studies on this page are, to the best of our ability to determine, all true and accurate. They were provided willingly, without any compensation offered in return. These testimonials and case studies do not represent typical or average results. Most customers do not contact us or offer to share their results, nor are they required or expected to. Therefore, we have no way to determine what typical or average results have been. Many people do not implement anything we teach them. We can't make anyone follow our advice, and we obviously can't promise that our advice, as interpreted and implemented by everyone, is going to achieve for everyone the kinds of results it's helped the folks on this page achieve. The income statements and examples on this website are not intended to represent or guarantee that everyone will achieve the same results. Each individual's success will be determined by his or her desire, dedication, marketing background, product, effort and motivation to work and follow recommendations. There is no guarantee you will duplicate the results stated here. You recognize any business endeavor has inherent risk for loss of capital.

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